I recently came across an article written a few years ago in which the author, a small business owner, asked that question.
Focusing on the end game—both in life and in business—is a popular idea attributed primarily to Stephen Covey. The second of his 7 Habits of Highly Successful People is “begin with the end in mind.”
Covey at least incorporates the concepts of imagination and desired outcome into his advice. But while the author of the article in question quoted Covey’s second habit, he was squarely focused on objectives, not on desired outcomes.
I think this happens a lot because desired outcome is a slippery concept for many of us, given that it’s intangible and involves imagination. Objectives, which are far less abstract, are easier to identify and talk about. And, of course, objectives are absolutely essential for getting where you want to go. The problem is that if objectives are all you have, they can end up stripping all the joy and satisfaction from your life.
That’s because objectives are a means not an end.
Once you settle on an objective to aim for, you can determine the steps you need to take to reach it. But before you can decide on which objective to pursue, you have to identify your desired outcome.
An objective answers the question what (what do you hope to achieve, accomplish, or attain). Your desired outcome answers the question why or so what (what difference will achieving your objective make).
If you already have an objective in mind, ask yourself:
- What do I really want?
- How juicy is it?
- What difference will it make?
- What will it be or feel like? Try to paint at least a mental picture by describing it in detail and with feeling.
- What change in the status quo am I hoping to achieve?
The more clearly you can visualize your desired outcome the better you’ll be able to evaluate how likely it is that the action you’re contemplating is the best path to getting there. If it is, great! That clarity can be highly motivating. If it isn’t, that’s great, too, because you can change or revise your plan and save yourself the time, energy, and effort of going off on a wild goose chase.
The more time, energy, or effort it will take to attain your objective, the more imperative it is that you identify your desired outcome. The unconscious part of your brain is hooked on instant gratification, but changing the status quo tends to be gradual, mundane, repetitious, and tedious. Being able to remind yourself not only what you’re aiming for (the objective means) but also why it’s important to you (the subjective end) will go a long way to keeping you focused and on track.
In addition to being essential in creating transformational change and solving complex problems, the ability to identify your desired outcome is useful in everyday situations, such as responding to a social media post, accepting an invitation, choosing a book to read, or tackling your to-do list. It’s a truism because it’s true: it’s considerably easier to get what you want if you know what that is.